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The Role of Brand Management in Emerging Markets

Kijpokin Kasemsap

Source Title: Strategic Marketing in Fragile Economic Conditions

ISBN13: 9781466662322|ISBN10: 1466662328|EISBN13: 9781466662339

DOI: 10.4018/978-1-4666-6232-2.ch009

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MLA

Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." Strategic Marketing in Fragile Economic Conditions, edited by Irene Samanta, IGI Global, 2014, pp. 167-184. https://doi.org/10.4018/978-1-4666-6232-2.ch009

APA

Kasemsap, K. (2014). The Role of Brand Management in Emerging Markets. In I. Samanta (Ed.), Strategic Marketing in Fragile Economic Conditions (pp. 167-184). IGI Global. https://doi.org/10.4018/978-1-4666-6232-2.ch009

Chicago

Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." In Strategic Marketing in Fragile Economic Conditions, edited by Irene Samanta, 167-184. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6232-2.ch009

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Abstract

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

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The Role of Brand Management in Emerging Markets

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